Background

Our client, HEYDAY, is a food brand known for ice creams, waffles, shakes, and tempting desserts. The brand operates across major mall locations in Karachi, including Clifton, Hyderi, and Lucky One Mall. Since it’s targeted towards a younger audience and has vibrant offerings, the brand undeniably fits into a highly visual category where social media is an important asset to attract customers.

Even though HEYDAY was going strong because of its noticeable presence in malls and its appealing products, it was behind digitally. Their online channels needed a strategy that’s planned and structured to justly highlight the brand’s personality so they can attract desert lovers by being interesting to them.

Problems Media Feathers Found

After keenly reviewing all of their digital platforms and how they have positioned their brand, we found the need to improve these areas. 

• On social platforms, the visuals weren’t cohesive or reflected the fun and indulgence that a desert brand should typically give off. 
  • None of the content was attractive enough for a food brand and lacked the temptation factor. The reason being it didn’t highlight the different textures and amusing presentation that sets HEYDAY apart. 
  • There wasn’t enough focus on short-form video content, which is important for food brands and a great way to make their products more appealing.
  • Paid advertising required more targeted audience segmentation and creative testing

In summary, this meant the brand wasn’t taking full advantage of the power of visuals, especially when it comes to dessert. It’s because making the food look good makes the audience crave it, which is usually how these types of brands get discovered.

Our Strategic Solution

We developed a detailed strategy to solidify HEYDAY’s digital presence, with a focus on visual storytelling and craving-driven content. Moreover, we clearly segmented paid campaigns.

Social Media Strategy

For HEYDAY, we understood that they needed colorful creatives to make their social media identity irresistible and desert-centric.

• We planned a bright and colorful brand palette for all postings with a plain color to balance everything out so it could reflect both the playful and premium nature of HEYDAY.  
• Worked on close-up product photography to highlight the different textures, toppings, and richness that make a dessert alluring, triggering users to try their products.
• Focused on posts showcasing signature menu items like loaded cones that differentiate HEYDAY from other brands.
• Worked on crafting short-form videos and reels to show preparation and user experiences.
• Briefed our content writers to write captions that entice customers and also position this brand as an option for celebrations 

These implementations helped HEYDAY’s social presence bounce back from setbacks and turned its feed into an immersive experience that makes customers engage, share, and rewatch posts on social media platforms. 

Media Buying Strategy

Alongside this new approach on social media platforms, this brand also needed targeted advertising campaigns to direct potential customers to this newly curated presence on social platforms and finally to make purchases. 

• Divided the audience based on interests related to desserts, cafes, and casual dining.
• Designed rich ad creatives and launched paid campaigns revolving around the best offers and most appealing desserts at HEYDAY. 
• Targeted new audiences from Karachi through awareness campaigns to make the brand known. 
• Introduced retargeting campaigns to direct those users back who previously showed interest in the brand.

By combining both social platforms and media buying strategies, we successfully engaged the relevant audience, and when they were shown promotional content, they weren’t underwhelmed with where they were led. This naturally increased reach and foot traffic for the brand.

Looking Ahead

With a stronger online presence and a distinct identity, HEYDAY strengthened its credibility online. And our performance-driven advertising laid the base for HEYDAY to keep attracting customers interested in premium and indulgent desserts because of its vivid social media posts. For the brand to continue to grow its presence in Karachi’s dessert industry, ongoing creative experimentation and engaging a younger audience will be helpful in the future.